Chrome with built-in ad-blocker may target the most obnoxious ads

Posted - April 20 201705:58

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Chrome with built-in ad-blocker may target the most obnoxious ads

The first thought with this is that it very much seems like such a feature would cause Google to lose money, seeing how much of its business is based on ads thanks to Adsense. The WSJ reports that Google doesn't love the deals it often has to make with third-party blockers like Adblock Plus, which require payment of fees in some cases to whitelist ads by companies like Google who are willing to pay for the privilege of working around their filters. Google is reportedly getting ready to take a stand against the worst ads on the web with a built in ad-blocker for Chrome. One option includes blocking all advertising on a website if it includes even just one offending ad, which would ensure that website owners keep all forms of advertising up to standard.

Supposedly this new feature could be coming within weeks. Today Chrome covers over 50 percent of the browsing market, according to Net Market Share, and Google would kill its income if it started blocking Google ads. Ads that are deemed unacceptable in some way - for example, pop-up countdowns that force you to view an ad before the page loads, or auto-playing videos - would end up being blocked by the browser. Presumably this would stop websites from using a mix of "acceptable" and "unacceptable" ads with the hope that the "unacceptable" ads are seen by non-Chrome users, since they risk losing out on all revenue from all Chrome users. Google already ostensibly bans many of these types of ads anyway.

The Coalition for Better Ads released a list of ad standards in March that could provide a template for defining a bad experience. As an advertiser itself, Google exercising stronger controls over ads will definitely draw criticism from industry peers, and possibly also from antitrust watchdog organizations.

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So wait, why would an ad company want to block ads?

Google did not respond to questions about the WSJ report's legitimacy in time for this article's publication.

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